[IP] TiVo: More Ads, Higher Fees

[David Farber <dave@farber.net>]

Begin forwarded message:

From: Monty Solomon <monty@roscom.com>
Date: November 17, 2004 11:14:50 AM EST
To: undisclosed-recipient:;
Subject: TiVo: More Ads, Higher Fees


Special Report: 2005 Predictions

TiVo: More Ads, Higher Fees
The DVR service must get more revenue from its
current customer base to survive.
By Phillip Swann

Editor's Note: Phillip Swann, president of TVPredictions.com, is
making 40 predictions for new TV technology in 2005. A new
prediction will be published every weekday at TV Predictions
for the rest of 2004, except for Thanksgiving and Christmas. Click
Predictions to see a list of his 2005 forecasts to date.

Washington, D.C. (November 17) -- The Los Angeles Times today
reports that TiVo next year will add pop-up ads that will appear
on-screen when a viewer attempts to fast-forward past a commercial.
The messages will be displayed as small logos or billboards,
according to the newspaper. The DVR owner will still be able to
fast-forward through the spot, but not without seeing the pop-up
message.

The move is not a surprise, at least to me. I predicted two years ago
in a Television Week column that TiVo and its rivals would resort to
Internet-like pop-up ads to appease advertisers who are concerned
about DVR owners skipping over commercials. At the time of my
prediction, network executives and some analysts were forecasting
the death of traditional TV advertising models. However, I wrote that,
through pop-ups and other new methods, that the DVR would
eventually deliver more advertising messages than ever before.

However, for TiVo, the company's decision to add a pop-up message
now has a larger implication.

...

http://www.tvpredictions.com/tivoads111704.html

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